Identifying Success Factors of Mamak Restaurants in Malaysia

The foodservice industry is among one of the largest industries that contribute significantly to Malaysia’s economic growth. The restaurant businesses are operating as a highly competitive market as many food operators are competing with each other in attracting customers. Mamak restaurant is one of the well-established ethnic-based restaurants in Malaysia which is usually seen fully packed with customers most of the time. Despite, the popularity of Mamak restaurant has been acknowledged in many previous studies, there is no attempt done to explore factors that enable the Mamak restaurant to be successful. Therefore, this paper intended to explore success factors of Mamak restaurant in Malaysia based on the…